Sunday , October 2 2022

Lexus, a Toyota luxury car brand, returns to the country and tries to compete with "the Germans"


Lexus, the Japanese Toyota premium car brand, returns to the country, where it had a short presence between 1998 and 2002, but with very few units. This time the focus is the customer experience and not much of the sales, they say by the company … at least at the beginning. With everything, They point out that the German makers, such as Mercedes Benz, Porsche and Audi, are the powerful "enemies" to overcome.

From next week, Lexus will market seven models locally (with a completed line in April): five sedans and two SUVs, in naphthal and hybrid versions, and with prices ranging from USD 76,700 to USD 201,000.

The Japan, indeed the "whitefly" of the local market, intends to finish another year as the largest seller, the largest exporter and largest local maker, In a market, according to this week's data by Building, 18.6 per cent of car manufacturers in Argentina fell. In that context, the Hilux truck was the best selling vehicle in November with 1,844 units (more than even the car that sold the largest).

In the new premium segment, Toyota believes he can sell around 300 Lexus in the first year and pledges a post-sale service world class, with call center 24 hours appointed and re-let the car almost immediately to any problem. They ensure that they can reach an hour with Lexus "muleto" to any Capital or Greater Buenos Aires point. The brand is launched in the local market with its own concession, the largest in the region, on Avenida del Libertador. The 2,400 m2 facility has named after Takumi, a Japanese craftsman.

"We're still young if we are compared to the premium market competition." In order to compete with Europeans, we have to be different: we stand out for advanced design, performance and technology. We make vehicles that are manually developed. The combination of everyone who makes us different. In addition, we are very proud of the concept of omotenashi in our dealers, hospitality to our customers. We'll get it in Argentina, "he told a group of journalists he was Infobae Yoshihiro Sawa, President of Lexus International, who came to the region for the first time. Sawa recognizes that, despite the loss of sales with German brands worldwide, they grow and challenge their competitors in performance and design.

"We are not searching market share No volumes, we want satisfied customers. We want to sell experience. If we're doing it really, with Lexus we can try to get the same Toyota's participation today, "he explained. Daniel Herrero, president of Toyota Argentina.

In terms of timing of the ban, in the middle of the automotive industry that fell sharply in sales and production during the second half of the year, the local CEO ensures that the company's sustainable plan has reached a minute of maturity which allows them to take advantage of luxury. "Today, we can give Lexus the same long-term treatment we give to Toyota. We are also targeting Toyota customers with another premium car; and to convince new ones"explained Herrero.

O Toyota They emphasize that the total premium premium vehicle market is 14,000 per year. They believe that their initial potential customers are 4% of their customers who own Toyota and also another luxury car.

Lexus was born in 1989 and sells 700,000 cars a year globally. It has the US and China as its main markets, with 10% hybrid cars: they mix the traditional engine with one electricity. In the region they sell 2,700 units, but 50% are hybrid.

The local models will be five sedans: GS 350 F-Sport (naphtero), with a price of USD 93,200; GS 450h Moethus (hybrid), USD 92,700; GS 450h F-Sports (hybrid), USD 93,200; LS 500h (hybrid) executive, USD 201,000; and LS 500h F-Sports (hybrid), USD 162,600. Both SUVs are the NX 300h Luxurry (hybrid), with USD 76,700, and NX 300h F-Sport (naphtero), available for USD 85,200.

The luxury Lexus will also add to the car rental platform in delights launched by Toyota last week and can even be paid with soy or wheat, such as the Hilux truck. "There's no problem, you can pay with soy." This is customer experience. Everything that the client needs to do, "says Herrero.

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